Real Estate Seller Lead Script: What to Say When You Call a Home Value Lead

The short answer

A real estate seller lead script for a home value lead does three things. It names the address, gives the owner an easy answer ("selling, or just keeping an eye on it?"), and asks if a real number is worth twenty minutes. Never argue the online estimate. Replace it. Offer two times. If they won't book, set a follow-up date.

Below: the eight-step call, the voicemail and text, a table by seller lead type, discovery questions and a worked example.

Step by step: the real estate seller lead script

1. Look at the address before you dial. Recent sales nearby, the home's last sale, anything you know about the street.
2. The open. "Hi (first name), (your name) with (brokerage). You pulled a value on (address). I actually know that street. Are you thinking about selling, or just keeping an eye on it?"
3. Let them pick. Most will say "just keeping an eye on it." Good. That's honest, and you can work with it.
4. Ask what prompted it. "What got you curious about the number?"
5. The question that sets the appointment. "The number online is a computer's guess. It's never been inside your house. I can put a real one together for you. Is it worth twenty minutes to know what it's actually worth?"
6. Two options, never "when works." "I've got Thursday at 5 or Saturday morning. Which is easier?"
7. If they won't commit. "That makes sense. Let me put you on a monthly update for your street so you see what sells, and I'll check in in a couple of weeks. Fair?" Set the follow-up task before you hang up. Never end a call without a next date.
8. Tag them as a seller so buyer-only emails stop and seller content starts.

If they don't answer: voicemail and text

Voicemail (under 20 seconds): "Hi (first name), it's (your name) with (brokerage). You looked up a value on (address). The online number can't see inside the house, so I'm happy to put a real one together. Call or text me back at this number."

Text (after the voicemail): "Hi (first name), it's (your name) with (brokerage). Saw you looked up a value on (street). Want a real number based on what actually sold nearby? Reply STOP to opt out."

Keep texts short, no links on the first one, and follow your carrier rules. See carrier-compliant texting.

Seller lead scripts by lead type

The open changes with the lead. The goal doesn't: a visit to the home.

More on two of those in expired and FSBO listings and the old lead callback script.

What questions do I ask a seller lead?

Once they're open to talking:

• "How long have you owned it?"
• "Where would you go next?"
• "Would you need to buy before you sell, or sell first?"
• "What updates have you done, and when?"
• "How old are the roof and the furnace?"
• "On a scale of one to ten, how ready to sell is it as it sits today?"

Same questions for every owner. Screen on the home and the numbers, never on who the owner is.

A worked example (illustration only)

Agent: "Hi Sam, it's Pat with Main Street Realty. You pulled a value on 412 Cedar. I know that street. Are you thinking about selling, or just keeping an eye on it?" Lead: "Just keeping an eye on it. The website said $540,000." Agent: "That's a computer's guess. It's never been inside your house. Did you finish the basement?" Lead: "Two years ago." Agent: "That can move the number. Is it worth twenty minutes to know what it's really worth? I've got Thursday at 5 or Saturday morning."

Illustration only. Names, address and value are made up.

How to explain it to your client

When the seller asks why the online number is different from yours:

Walking them through it at the appointment? See how to explain a CMA pricing report.

Watch-outs

• Never argue the online estimate. Replace it with a real one, with evidence.
• Don't give a price over the phone. Give a range only after you've seen the home and run the comps.
• It's a pricing opinion, not an appraisal. Say so.
• Don't promise a sale price to win the appointment.
• Call fast and follow the rules. Honor do-not-call requests and opt-outs the same minute.

Keep going

• All seller pages: seller training
• Next: the listing appointment flow, how to explain a CMA pricing report, seller objections on commission and other agents, the real estate objection handling framework
• Booked the visit? The Smart Pricing Report is a seller pricing report, about 11 pages, with three prices you can defend, built from the comps.
• Want to show what they'd walk away with? The Seller Net Sheet shows what the seller keeps after costs, at three prices.

This is training for real estate agents. A pricing opinion is not an appraisal. Follow your brokerage policy.

Frog tip: Build a HUD-ready list: pre-approved buyers who will live in the home. The day a listing hits, call them first. The owner-occupant window is the deal buyers most often miss. Learn more →

Questions

What do you say to a home value lead?

Name the address, ask "Are you thinking about selling, or just keeping an eye on it?", then ask if a real number is worth twenty minutes. Offer two times.

How fast should I call a seller lead?

As fast as any lead, ideally within five minutes. See the five-minute rule.

What if they just want the number?

"I can give you a range after I look at the sales, but a real number needs the inside of the house. Twenty minutes and you'll have it in writing."

Should I mention commission on this call?

Only if they ask. Then answer plainly and move back to the plan.

What if they say they'll sell on their own?

"Plenty of people try. If it doesn't go the way you want in thirty days, will you call me first?"

Should I call or text a seller lead first?

Call first. If they don't answer, leave a short voicemail and send one short text.

Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.